Outstanding Integrated Ad Campaign

Dating Rules from My Future Self, is an original, romantic-comedy web series from Alloy (producers of Gossip Girl, Pretty Little Liars, Vampire Diaries) and multi-brand sponsors: Bioré® Skincare , Ford, Revlon, and Schick. This custom digital campaign seamlessly integrates each sponsor into the program designed to highlight the brand’s product, generate brand awareness, and deliver an engaging and entertaining experience for the 18-34 female viewing audience.

The series, starring Shiri Appleby (Roswell, Life Unexpected), Taylor Kinney (Vampire Diaries), Allison Becker (Parks & Rec) and other recognizable actors, targets the dynamic young adult demographic, a group that continues to keep pace with advancing technology and who remain one of the fastest growing segments in the fast rising online video viewing trend. With Dating Rules from My Future Self, Alloy and brand partners created a high quality, branded entertainment experience that was tailored to these consumers’ interests and delivered across their desired platforms - and on their viewing terms. “Fandom” was immediate, with millions of views measured and viewers asking for more.

Dating Rules from My Future Self delivered nine highly entertaining and TV-quality comedic episodes that organically featured each sponsor’s product throughout the storyline and in relevant scenes. The series and each brand received additional and extensive cross promotion through the Alloy Digital network (the #1 ranked network in its category for three years running and a top-10 video network, according to comScore) with brand dedicated banner and video display ads, online editorial placements, sweepstakes, and custom branded video vignettes. The program launched with an appealing sweepstakes, featuring prizing from the sponsors, and exclusive behind the scenes cast videos that successfully drew early buzz for the series and had consumers anticipating the premiere.

The series lived on the Dating Rules dedicated Facebook page – attracting over 11,000 fans in just 4 weeks – and on Alloy’s YouTube channel. Extensive social and digital PR efforts supported the program and garnered record impressions for an Alloy web series. Outreach to influencers across Facebook, Twitter, Tumblr, and through Alloy’s owned and partner web properties and social platforms, (Pretty Little Liars, The Clique, Gossip Girl, Hollywire, ClevverTV, and others) as well as through cast’s social media connections proved key to measurable fandom and kept a consistent and enthusiastic dialog with consumers flowing. The series earned impressive mainstream media attention, including broadcast coverage on “Extra” and in top media outlets: Entertainment Weekly, Just Jared, Cosmopolitan, Self, and many others - as well as over 200 blog placements. In total, Dating Rules achieved 140 + million PR impressions and 37 + million social media impressions.

The program began in December 2011 with new episodes running through January 27. To date, Dating Rules has measured over 5.2MM views (AlloyTV, YouTube and Hulu distribution) - AND STILL COUNTING. The series marked record views for an Alloy series on YouTube. Advertising Age covered the series on January 26 as one of the top viral ad campaigns of that week, according to Visible Measures data.

And straight from the fans on Facebook and You Tube…

-This show is so cute, and cool, I freakin love it!! I wish it was longer and on tv!

-This is the kind of series I would curl up on the couch with some of my best girlfriends and a bowl of popcorn to watch every single time there was a new episode or a rerun on tv if it were to become a television series. LOVE THIS!!

-Fox should pick this up and have it on a Tuesday so that I can gave Glee, New Girl, and Dating Rules from my Future Self. I would be one happy chick.

-This show is AHHH-mazing. Why isn't this on tv? Love love LOVE <3

Contributors:

Energizer:	Wendy WIldfeuer, Alloy Digital
Enlighten:	Nicole Mollen, Alloy Digital
Ford Motor Company:	Andi Poch, Alloy Digital
Kao Brands:	Christine Petrillo, Alloy Digital
Lippe Taylor:	Matthew Goldfine, Alloy Digital
MEC:	Rick Francolini, Alloy Digital
MediaCom:	Jen Greco, Alloy Digital
Revlon:	Freda London, Alloy Digital
Team Detroit:	Jodi Smith and Team, Alloy Digital
Sean Horvath, Alloy Digital:	Kate Pignata and Team, Alloy Digital

ALLOY DIGITAL

Location: United States